Often, small businesses like me are disappointed most of the time because of bulk mails. I had a hard time understanding that bulk mailing does not guarantee me a sale, let alone a profit.
Here’s what led me through the years with direct mail and got me the results I want:
Large Mass Mailing + Small Budget = Profits…NOT!
A single mass mailing is not a fountain of miracles when it comes to getting your profits. You have to send as many as 8 times before you can even see a feedback to your marketing campaign. Once is definitely not enough.
In addition, sending out bulk mails on a loosely targeted market is a waste of time and money. It just doesn’t work that well with small businesses.
According to a survey, mailings in residences only bring 1/10th of the total response rate. So work out your numbers before you dive into bulk mailing. If you would need more clients to purchase from you just to break even, then it would be a waste of time and money to spend it in a marketing campaign that finishes off your funds.
Target on the 3M Factors to market your business.
You need to know the 3 M’s that largely contribute to the success of most direct mail: Market, Message, and Mailing List.
When you target your market, you have to know and identify the number of people who not only would be interested in your business, but best of all, those who are willing to act on that interest. Translation: look for those who have the need and capacity to buy your product.
The message is most important because it provides the elements (i.e. copy, images, special offers, etc.) to grab your prospects’ attention and get them to take act on your message now.
The mailing list is the actual prospects who receive your direct mail brochures or catalogs, and who needs your product and service to satisfy a need.
For small businesses that have direct mailing in mind, you must remember to have all 3 M’s in tune. A compelling message to a selected mailing list that are more likely to need your product and hence, act on your offer can get you the leverage you need to draw more attention, and eventually to gain profits from your sale.
